I help B2B software companies get recommended more often — in Slack threads, LinkedIn comments, private DMs, review sites, podcasts, and “who should we use?” conversations.
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In B2B, most buying decisions are driven by recommendation.
Conversations happens in “dark social” - private Slack groups, group chats, DMs, comment threads, communities, and informal peer networks.
That’s why so many marketing teams feel stuck.
They can’t reliably attribute it, so they don’t invest in it.
But the reality is simple:
Your buyers trust peers. They want the safest option. They choose what’s most recommended.
I help marketing teams increase the number of 'word of mouth' recommendations they recieve with strategic plays that improve market sentiment about your brand.
I help B2B marketing teams scale word of mouth using practical, repeatable systems.
We’ll start by understanding where word of mouth already has a chance to happen. I look at:
Next, we turn those moments into a small set of repeatable actions. You’ll get:
The goal is simple: create unexpected thoughtful moments that shape prospects and customers into advocates of your brand.
Depending on the use case, I can:
Just enough structure to make generosity repeatable.
I help you:
This is a strong fit for:
If your product isn’t delivering value yet, we’ll fix the fundamentals first. Word of mouth amplifies reality.
The most powerful word of mouth comes from moments that catch people off guard in the best possible way. A thoughtful gesture. Perfect timing. Something that makes someone pause and smile. When people experience something unexpected and generous, they naturally want to share it.
The moments that spread are the ones that feel like they could only have been done for that person. Using real details, real context, and real understanding turns a nice gesture into a meaningful one. When people feel seen, they remember, and they talk.
Great word of mouth starts with paying attention. Capture what prospects and customers say on calls - what they care about, what’s happening in their lives, and what matters to them. This creates endless opportunities to do something thoughtful later.
The best experiences don’t come from playbooks, they come from people who care. When teams feel trusted, empowered, and encouraged to go the extra mile, great moments happen naturally. Word of mouth grows fastest in environments where generosity is part of the culture.
Some voices carry more weight. When respected people in your space genuinely enjoy what you do, their enthusiasm spreads quickly and credibly. Building real relationships with influential operators and leaders creates advocacy that feels natural, not manufactured.
Some of the most powerful word of mouth moments don’t make sense on a spreadsheet. Allocating 5% of your budget for creative, non-obvious, slightly unreasonable ideas gives teams permission to do memorable things that would never survive a standard ROI filter, and that’s exactly why they work.
..and yet word of mouth marketing is often an afterthought. If ROI is diminishing across your other channels, it’s time to start focusing on word of mouth marketing.
Word-of-mouth marketing in B2B is the process of intentionally encouraging customers, partners, and peers to talk about, recommend, and endorse your business within their professional networks.In B2B, word-of-mouth typically happens through:
Unlike consumer word-of-mouth, B2B word-of-mouth is less visible but more influential, because buying decisions involve higher risk, longer sales cycles, and multiple stakeholders.Effective B2B word-of-mouth marketing focuses on:
When done well, word-of-mouth becomes a force multiplier for demand generation, improving deal velocity, win rates, and long-term customer acquisition efficiency — even when it can’t always be directly attributed to a single channel.
A B2B word-of-mouth gifting strategy is a structured approach to using thoughtful, well-timed gifts to encourage genuine conversations, recommendations, and advocacy among customers, prospects, and partners.Unlike traditional corporate gifting or swag, this type of strategy focuses on:
In B2B, gifting works best when it supports existing relationships — for example:
The goal isn’t to “buy” attention. It’s to create a positive, memorable experience that makes it easier and more natural for people to talk about your company and recommend it to others.When executed consistently, a B2B word-of-mouth gifting strategy can increase referral volume, improve win rates, and strengthen brand reputation — especially in markets where trust and peer validation matter most.
Yes — when done thoughtfully and ethically, gifting can influence B2B buying decisions by strengthening relationships, increasing goodwill, and reinforcing trust at key moments in the buying journey.In B2B, decisions are rarely made in isolation. Buyers rely on:
Well-timed gifting does not replace product quality or value. Instead, it:
The impact is often indirect. Gifting rarely “closes” a deal on its own, but it can:
When gifting is personalised, relevant, and compliant with company policies, it becomes a relationship amplifier, not a shortcut — which is why it works in B2B environments where trust matters most.
A B2B company should invest in word-of-mouth marketing once it has a proven product, real customers, and a repeatable buying motion, but wants to increase trust, efficiency, and deal momentum. This is typically the right time when:
Word-of-mouth marketing works best when it amplifies what’s already true about your product and customer experience, rather than trying to create demand from scratch.
For early-stage B2B startups, word-of-mouth can accelerate momentum once initial traction exists. For scaling and enterprise-focused teams, it helps reinforce credibility, improve win rates, and support complex buying decisions.In short, the best time to invest in word-of-mouth marketing is when trust and peer validation start to matter as much as reach.
In a B2B word-of-mouth strategy, gifts are sent to specific people who influence buying decisions and recommendations, not to large, generic contact lists.This typically includes:
The selection is intentional and tied to moments that matter, such as:
The goal is to reinforce relationships with people who already have context, influence, and credibility, making it easier and more natural for them to talk about your business.
Effective B2B word-of-mouth gifting prioritises quality, timing, and relevance over scale.
You know gifting is working when it leads to stronger relationships and measurable improvements in revenue outcomes, even if it isn’t always directly attributable to a single action.In B2B word-of-mouth strategies, success is measured through a mix of leading and lagging indicators, including:
Rather than trying to attribute revenue to individual gifts, the focus is on whether gifting is supporting trust, momentum, and advocacy across the funnel.When those signals improve consistently, gifting is doing its job as a word-of-mouth amplifier.
There’s no long-term lock-in. Most word-of-mouth gifting engagements start with a short initial period to design the strategy, test gifting moments, and assess early impact. After that, the service can continue on a flexible, month-to-month basis.This approach allows you to:
If the strategy isn’t delivering meaningful impact, you’re not locked in — and if it is, we simply continue. The focus is on earning ongoing engagement through results, not commitments.
Both. I design the word-of-mouth gifting strategy and handle the early execution myself to ensure it works in practice, not just in theory. At the start, I:
Once the strategy is proven, I:
This approach reduces risk, ensures quality early on, and leaves you with a repeatable, scalable word-of-mouth system rather than ongoing dependency.